Program zvestobe Ursa klub

diplomsko delo

Sandra Ivanovič Maričič (Author), Damijan Mumel (Mentor)

Abstract

V diplomski nalogi je predstavljen model zvestobe porabnikov, ki temelji na dejanskem izvajanju zvestobe porabnikov preko programa zvestobe URSA KLUB. V boju za ohranjanje obstoječih kupcev in tudi privabljanju novih se podjetja poslužujejo različnih metod, ena izmed teh so programi zvestobe, s katerimi želijo kupca oziroma potrošnika čimbolj vezati na svojo ponudbo, izdelek oziroma blagovno znamko. S kupcem želijo vzpostaviti dolgoročen odnos, vezan na zvestobo lastni blagovni znamki. Da pa bi to dosegli, je potrebno zadovoljiti kupčeva pričakovanja. Tako je zvestoba porabnikov močno povezana z zadovoljstvom porabnika. Pomeni, da morajo ponudniki nenehno izboljševati svoje izdelke oziroma ponudbo, da bi zadovoljili potrošnikove potrebe in pričakovanja in s tem ohranili dolgoročni odnos z med njim. Ena izmed metod ohranjanja porabnikov so programi zvestobe porabnikov, ki se jih podjetja danes vse pogosteje poslužujejo. V današnjem zelo konkurenčnem okolju so postali programi zvestobe pomembno orodje tržne strategije podjetja. Njihova uspešnost in učinkovitost pa je odvisna od skrbnega načrtovanja in ciljev celotne strategije podjetja.

Keywords

kupci;porabniki;zvestoba;zadovoljstvo uporabnikov;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[S. Ivanovič Maričič]
UDC:	658.89(043.2)
COBISS:	12404252
Views:	995
Downloads:	42
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Ursa klub loyalty program
Secondary abstract:	The diploma thesis presents a consumer loyalty model which is based on actual implementation of consumer loyalty via the URSA KLUB loyalty program. In the struggle to hold on to existing customers and attract new ones, companies are using various methods; one of these are loyalty programs, with which they wish to make the customer or consumer as attached to their offer, product or brand as possible. They wish to establish a long-term relationship with the customer, which would require loyalty to their own brand. In order to achieve this, the customer's expectations must be met. Consumer loyalty is therefore closely connected with consumer satisfaction. This means that providers must constantly improve their products or offer in order to satisfy the consumers' needs and expectations, and thus preserve a long-term relationship with them. One method of holding on to consumers is consumer loyalty programs, which companies are employing more and more these days. In today's highly competitive environment, loyalty programs have become an important tool of a company's marketing strategy. However, their success and effectiveness depend on careful planning and the objectives of the entire company strategy.
Secondary keywords:	customer;consumer;consumer loyalty;consumer satisfaction;loyalty programs;URSA KLUB;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Embargo end date (OpenAIRE):	2019-05-31
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 47 str., 29 str. pril.
ID:	9137444